A Valencian family that's been since 1917 showing your greengrocer how it's done
Five generations growing oranges. Zero generations needing to explain it. But here we are, because you asked.
We're Isabel and Guillermo. And this is not a fruit startup.
It's a family estate in Valencia with more history than most FTSE 100 companies. Since 1917, our family has grown citrus. Not because it's trendy, not because a consultant told us "organic sells". Because it's, quite literally, what we know how to do.
When our great-grandfather planted the first orange tree, Instagram didn't exist, nor the concept of "farm-to-table", nor even the word "branding". There was a tree, a field, and someone who knew when the fruit was ready. That is still exactly what we do.
— Guillermo & Isabel
Three things we don't negotiate
From the tree to your home. Literally.
We don't pick the fruit until you order it. That simple and that unusual in this industry. No cold chambers, no waxes, no suspicious shine like supermarket fruit has.
No middlemen. We stand behind it.
Between our tree and your kitchen, there's no warehouse, no wholesaler, no lorry driving in circles for three days. We harvest, we pack, we ship. And if anything goes wrong, we answer for it.
We care about flavour. Not shine.
We select by flavour, not by how round and uniform something looks. If you want oranges that look like plastic, there are splendid places for that. If you want oranges that taste like oranges, you're in the right place.
"We don't sell fruit. We sell the face you make when you taste the first one."
The long version (for the curious)
The first orange tree
Our great-grandfather plants the first orange trees in the Valencian huerta. He had no business plan, no pitch deck, no 'mission and vision'. He had good soil and common sense.
The estate grows
Second generation. More trees, more varieties, more accumulated experience. The fruit still goes to the local market. Nobody has invented the word 'traceability' yet.
The supermarket changes everything
Supermarkets begin to dictate the rules: calibre, colour, price. The fruit starts looking more like an industrial product than something that grows on a tree. We carry on as before.
London. The revelation.
Isabel and Guillermo are living in London. They miss the taste of the oranges from home. One day they offer freshly brought oranges from Valencia to their friends. The faces say it all. The idea is born.
From the grove to all of Europe
We ship to Spain, Germany, France, Austria, Belgium, the Netherlands — and the list keeps growing. Fifth generation doing the same as always, just with a considerably faster delivery van.
What happens between the tree and your table matters more than you think
The supermarket orange is picked green, put in cold storage, treated with wax to make it shine, transported for days, and arrives on the shelf with a plastic smile and the flavour of a wet tennis ball.
Ours is picked when you order it. No cold storage, no wax, no three-day journey in a lorry that smells of diesel. It arrives at your door with sun marks, the odd branch scratch, and a flavour that'll remind you why people used to go to Valencia just for this.
That's not marketing. That's reality. And it's the reason people reorder.
Picked today
We don't pick it until you order. That radical.
No cold storage
Zero days in artificial cold. Zero waxes. Zero tricks.
24-72h at your door
From the tree to all of Europe. No stopovers. No excuses.
Five generations
Since 1917. Older than your mortgage.
Guillermo's Guarantee
If you're not thrilled, we refund you. But it hasn't happened yet. And we've been doing this since your great-grandfather was young.
Less talk. More orange.
Now you know who we are. Time to taste why we've been at this for over a century.
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